When using email marketing, tourism brands need to ensure that emails contain the right messages, are sent at the right time to the right people and contain relevant content. If one of these things is not considered, then email campaigns will not be as successful as hoped for. Content, time, relevancy and usefulness are all crucial components for efficient email marketing. Latest insights from eMarketer now reveal the fact that when marketing emails are sent, personalisation can actually pay off for marketers. Through personalisation, tourism marketers can use email marketing as a very useful tool to help them reach target audiences and inspire and inform consumers worldwide with regards to tourism services, products and destination (eMarketer 2014).
BIG DATA ENABLING EMAIL MARKETING
Big data is certainly still one of the big topics in digital for the year 2014. Many marketers have only come to terms with mobile and are now also embarking on the big data journey trying to figure out how data can be collected, analysed and used in their organisation. For email marketing, big data can be quite useful as it should be considered as THE tool to bring the tourism brand closer to its audiences. Tourism marketers can use information and knowledge gathered through the use of big data with regards to consumers’ purchasing behaviour for email marketing purposes. Identifying consumers’ preferences can enable marketers to send more personalised emails that actually contain content the consumer is interested in, as it fits into the overall consumer interests and behaviour.
For the marketer, the key to success in email marketing is to tailor and shape email messages around consumers’ interests so they get opened, clicked through and a holiday might be purchased on the basis of the email. However, this is of course easier said then done, but with analytics being in place, and consumer data being collected, either through consumers ticking interests or preferences, it is also much easier for marketers to work on the basis of these insights when sending out emails and marketing content with the help of email marketing.
Emarketer’s article about personalisation in email marketing demonstrates that if brands are personalising the content within emails, consumers are more likely to open emails and also purchase, as an increased purchase is seen as the result of increased personalisation. For consumers receiving more emails with personalised content is also accepted by most consumers, as the relevancy for the individual consumer is also higher. Only 18% of consumers had no interest in receiving more personalised emails than before. The majority of consumers would also agree to share more personal preferences to enable marketers further to send emails on a more personalised level. Disclosing more personal information needs to however end in receiving more emails that are relevant to the individual consumers. For tourism businesses this is certainly good news and also a major opportunity with regards to planning email marketing in 2014.
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